A new Arbitron study, reports that more than 70% of the American population, 181 million, have viewed a digital video display ads in public areas in the last month, such as in movie theaters, at grocery stores or in malls. 43% of Americans viewed a video display ad on the Internet, and 41% viewed a digital video ad on Facebook. Obviously, offline digital video advertising is still beating online, but what is most interesting is the memory recall factor of those video ads that have been viewed.
47% of Americans that viewed a public digital video ad recalled the ad, while only 19% online recalled an ad and planned to make an unplanned purchase, based on that ad.
Video display ads in grocery stores reach 97% of the U.S. population and movie theaters are ranked #2 for reaching teens, according to the study. So, don’t discount offline digital video advertising too fast for the web, offline still has greater reach and memory recall for brands needing to reach their target audiences.